Tyson's FIRST PRIDE wins the 2022 FMCG Asia Awards

Tyson International APAC wins 'Home Brand of the Year-FMCG Asia Awards 2022' with FIRST PRIDE 'Thai Taste Series' products.

By addressing consumer needs towards convenience cooking meals from plant-based meat that were dominated by Western-style snacks in the Thai market, FIRST PRIDE successfully launched the "Thai Taste Series" products to satisfy the market's needs and won the Home Brand of the Year - Thailand Award at the 2022 FMCG Asia Awards.

Drawing inspiration from popular classic Thai dishes, the “Thai Taste Series” includes the plant-based Original Style Fried Chicken, which is a Thai-style fried chicken with crispy and tasty textures that resemble meat. Other products offered are the plant-based Spicy Fried Chicken, which is a popular modern Thai twist on fried chicken, and the plant-based Fried Larb Balls, which are a classic North-Eastern dish that is best served with sticky rice. Last but not least, the plant-based Mini Thai Spicy Patties with Lava Sauce is inspired by a classic Thai appetizer called Tod Mun. Inside, it is encrusted with a special sauce made especially for the dish. This presents a convenient, mess-free alternative method of enjoying the dish instead of dipping into the sauce.

FIRST PRIDE utilises of a handful of innovative technology to ensure the best quality of products for their customers, such as the IntraPlant Tech, a brand-patented technology that binds their plant-meat together similar to how natural meats are bound, further enhancing its meat-like qualities. The brand also utilises the 3-step coating technology that guarantees natural crispiness from batter and coating mixes.

Being microwaveable has been a staple expectation for most food products in the market, so FIRST PRIDE made sure that the products can be cooked to its best quality in microwaves, making it easier for customers to enjoy plant-based protein. Their latest innovation comes in the form of the encrusted innovation, as seen in the Mini Thai Spicy Patties with Lava Sauce, which provides a hassle-free way of eating for consumers.

With the launch of the "Thai Taste Series" communication campaign, FIRST PRIDE became the number one market leader with strong brand performance in terms of awareness, trial, and conversion in June 2022.

The FMCG Asia Awards is presented by Retail Asia Magazine. To view the full list of winners, click here. If you want to join the 2023 awards programme and be acclaimed for your company's exceptional products or initiatives in the FMCG industry, please contact Jane Patiag at [email protected].